CONTINUING our PR on a Dollar a Day Guide to DIY PR, here we look at press briefings.

You’ve written a press release, and the usual undermanned news web sites have dutifully reproduced it, with a few minor changes here and there. (Incidentally, don’t hesitate to complain if any hack dares to try to improve on your words. Never let them get away with that. Be inspired by one corporate DeskMonster from, er, a large chip manufacturer, that recently tried to get a hack the sack after he tidied up her turgid quote).

There will still be a few pockets of resistance, however. The FT, for example, might need persuading before they clear the front page for the story of Wayne Kerr’s appointment as your new channel manager.

And the INQ never runs any press released material. Ever. It’s that bloody Mike Magee’s fault. So, you’re going to have to do some smiling and dialing.

From our observation of technology PR companies, the first rule of phone canvassing is this: always phone every journalist at least 12 times.

Each phone call has two important functions. One, you must always break a journalist’s concentration, whatever they’re doing, and make them think about you instead. The second function varies, according to where you are in the sequence of phone calls, and is described in the headings for each phone call topic below.

Remember though, all calls must be preceded with the words “I’m not disturbing you am I?”, “how are you?” and “Are you busy at the moment?”

Here’s the subjects for each phone stalking phone call.

Call 1. Is it OK to send you a press release?

Call 2. How would you like the press release sent to you?

Call 3. What’s your deadline?

Call 4. Is it OK to phone you just before we send you the release?

Call 5. Is it OK to call you the moment we have despatched the release?

Call 6. Did you get the release?

Call 7. Would you like to arrange a conference call?

Call 8. Have you forgotten about that conference call you agreed to?

Call 9. How did the conference call go?

Call 10. Do you think you’ll be running a piece on this? When?

Call 11. I’m just making a follow up call to see if there anything you want.

Call 12. (By a senior PR fembot) Is there any reason to be so rude to my account executive?

This simple 12 sep programme will almost certainly guarantee you some coverage.

Next: How to Arrange a Conference Call. µ

See Also
The INQUIRER Guide to PR on a dollar a day. Part One